exams

1. _____ is the application of the scientific method in searching for the truth about marketing phenomena.

2. All of the following are important aspects of the marketing research process EXCEPT:

3. Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?

4. Which of the following is an important aspect of the marketing concept?

5. When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing, this was an example of which type of research?

6. The characteristic of data reflecting how pertinent these particular facts are to the situation at hand is called:

7. Which part of the decision support system addresses exchanges between the firm and its customers?

8. Who can provide data to a decision support system?

9. An organization's mailing list of current customers is an example of:

10. Melanie is using the Internet to gather information designed to detect changes in her company’s external operating environment. What is Melanie performing?

11. When amazon.com recommends books for purchase when a customer who has ordered books from Amazon previously returns to the site, this is an example of:

12. What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?"

13. What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"

14. Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other’s comments. What is this type of study called?

15.A possible advantage of an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project:

16. One right a research participant has is that information involved in the research will not be shared with others, which is known as:

17. In a personal interview, a respondent who replies: "I do not want to answer that question about my income last year" is exercising which right in a research study?

18. Kodetra is interpreting consumers’ blog postings on the Internet. Which of the following best describes the type of research Kodetra is conducting?

19. Which of the following is a particular approach to probing that asks respondents to compare differences between brands at different levels?

20. Which of the following is a disadvantage of secondary data?

21. When a marketing manager reads publications like The Wall Street Journal and Business Week to try to determine changes in consumer behavior, this is a form of:

22. The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called:

23. When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, this is an example of:

24. Candi received a research questionnaire in the mail. She completed it and sent it back to the marketing researcher. Which type of survey approach is this researcher using?

25. Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was: